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Showing posts from June 12, 2019
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Mary Meeker: Social media usage is flat globally, mobile ad spend continues to climb

Mary Meeker Internet Trends Report – Source: Hootsuite & WeAreSocial Digital 2019 report (1/19). Mary Meeker has released her annual internet report, giving marketers a glimpse of where we are globally in terms of social media use and online ad spend, among other trends. While overall internet usage keeps growing, social media usage is flattening — but that’s not slowing down online ad spend.More than 50% of global population is now online. Between 2009 and 2018, the percent of global internet users has grown from 24% to 51% — more than doubling in just under ten years time. According to the report, there are now 3.8 billion global internet users, up 6% year-over-year.Of all the people going online, more than a quarter (26%) of internet users fit into the “constantly online” category, up from 21% in 2015. Not surprisingly, 63% of adults say they are trying to limit their personal smartphone use.Social media growth is slowing. The number of those people logging into social media net…

Survey finds 89% of marketers seeing increased sales using location data

Last year, Lawless Research and Factualfound 87% of marketers were using location data or targeting in their marketing campaigns. A new follow-up survey showed comparable usage but also improved results, including increased sales (89%) customer growth (86%) and higher customer engagement (84%).The 2019 survey consisted of700 U.S. based mobile marketers drawn from a B2B survey panel and included 536 consumer brands and 164 agencies.Have you experienced the following benefits from using location-based marketing and/or advertising?Source: Lawless Research/Factual (2019) Only 24% doing offline attribution. More than 9 in 10 surveyed marketers plan to use location data in the future. However, strangely, only 24% are using or plan to use it for store visitation or offline measurement. According to the report, “The primary use of location data is for targeting (67%) and 52% use location data for audience engagement, campaign strategy and customer experience or personalization.”It’s mysterious…

The Elements of SEO — Exploring The 2019 Periodic Table of SEO Factors

Since it first debuted in 2011, Search Engine Land’s Periodic Table of SEO has become a globally recognized tool that search professionals have relied on to help them understand the elements essential to a winning SEO strategy. And while much of the foundation of search engine optimization has either stayed the same or has become further entrenched, much has also changed as the web has become more mobile, instantly accessible and aligned to new Internet-connected devices.Join the expert editorial team from Search Engine Land as they break down the elements that are either essential, are emerging or to be avoided at all costs in a modern SEO strategy. Register today for “The Elements of SEO — Exploring The 2019 Periodic Table of SEO Factors.”The post The Elements of SEO — Exploring The 2019 Periodic Table of SEO Factors appeared first on Marketing Land.

via Marketing Land

Why we should stop using DA to measure influencers

Whether you’re an SEO, PR or a website owner, it’s highly likely you’ve come across DA (Domain Authority). The metric, created by industry-leading platform Moz, was designed to help search marketers understand the value of a domain, at a glance and compare it with others in the same industry or niche. This was important for SEO, third party links have long been used to understand how “trustworthy” a website is and form part of Google’s “ranking criteria” (although their importance and how this works is a hot talking point in SEO).Moz uses their index (or understanding of the web), to map out these links between sites and, alongside other factors, try to assign a “competition” score to each website they encounter. This can then be used as a proxy to determine the value of a said site.Note: I have nothing against Moz. This piece isn’t in any way designed to be a slight on them or their work, but further insight and context into how to use the data they provide.The eye-opener to follower…

SMX East registration is open!

Whether you’re an SEO, SEM, or search marketing jack-of-all-trades, SMX was made for you. Join us for the actionable tactics you need to maximize awareness, generate leads, and drive profits in New York City, November 13-14.The all-new SMX East is going to be greatly expanded this year, featuring more than 70 sessions, keynotes, and clinics. While SEO and SEM will always be the focus, we’re adding presentations on analytics, social, CRO, and more. Sessions will go deeper, presentations will go further, and you’ll have more options to focus on topics that matter to you.Don’t miss this chance to train alongside trusted experts and connect with your community at the largest search marketing conference on the East coast!Registration is open and now is the time to lock in the best rates… up to $900 off on-site prices!Past attendees rave about their SMX experiences…“Lots of great information. I came away with solid action items to implement on our site that will improve our search ranks. It…

Study of 5 million fast-food visits reveals customer segments, channel effectiveness

Location analytics is often used narrowly for attribution. However, it can and should be employed more extensively for audience and competitive insights. A great illustration of this comes from Viant, a people-based advertising technology company, which used location data, loyalty card and transaction data and machine learning to understand the affinities and behavior of fast-food buyers and group them into distinct sub-segments for more personalized targeting.Five million customer visits analyzedPartnering with an unnamed location intelligence company, Viant analyzed nearly 5 million customer visits from nearly 2 million people over the course of six months in 2018. The client was “a mid-size national sandwich shop chain with more than 1,000 franchise restaurants.”The variables examined included restaurant visitation frequency, meals purchased, and spend – among other factors. The study also tracked the cohorts’ most-watched TV programs, retail affinities and visits to competitors’ f…

Facebook ads aren’t what they used to be, so it’s time for smarter social ad buying

SEATTLE – Where Facebook ads were once a hotbed for Lookalike audiences and bottom-of-the-funnel conversion actions, it’s now a crowded space that enables ad blindness and brand apathy on a foundational level.That’s the view of Susan Wenograd, account group director at Aimclear, who delivered a session on optimizing social ads at SMX Advanced last week.What happened?For starters, an oversaturation of ads served to the same users means that Lookalike audiences are no longer as effective as they once were. Add that to an over-reliance on conversion-focused campaigns and Facebook’s removal of third-party targeting, and you’ve got an ecosystem where brands are more fixated on lead counts than sustainable brand growth.“Agencies that can’t strategize their way out of a paper bag will fail, as they should have long ago,” Wenograd said. In a flooded social landscape, the most successful brands will be the ones that integrate robust paid strategies and prioritize high-quality creative.Shifting…